Businesses often underestimate the importance of the areas of sound and smell in their Customer Experience. However, these two areas are crucial to get right—or you risk ending your Customer Experience on a sour note.

This underexploited area is why I was so keen to get Simon Faure-Field, CEO of Equal Strategy, an experience design consultancy, on a recent podcast. Faure-Field is an expert in sound and smell as part of the Customer Experience. Equal Strategy helps organizations use their Customer Experiences’ sounds and smells strategically. He shared with us why many Customer Experience design projects overlook sound and smell.

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